23 Deciding What the Client Wantsthe project was assembled round a hole like a Polo mint..there was no client driving it forward with a vision of what the operator needed to have Sir Alastair Morton 3Deciding What the Client Wants

understanding the business

justifying the investment

defining the project mission

4Understanding the Business

four types of business process

information flows

resource flows

material flows

people flows

people and material flows inherently spatial

spatial configuration

indoor environmental quality

symbolic value

life-cycle costs

5Spatial Configuration

staff interaction

shopper browsing

pedestrian movement

patterns of crime

6Indoor Environmental Quality

personal control

speedy response

natural light

work group spatial definition

7Symbolic Value

defining values

God or mammon

attracting key staff

attracting the right customers

contributing to the urban culture

8Justifying the Investment

net present value

does the project add value?

cost/benefit analysis

can all value be quantified?

uncertainty in the calculation

benefits

costs

9Net Present Valuediscounted cash flow is Swhere Cout is the (negative) cash flow Cin is the (positive) return r is the rate of return expected by investors 10Problems with NPV

both incomes and outgoings are uncertain

many costs and benefits cannot be priced

corporate image

national solidarity

fashion consciousness

leffet du prince

urban regeneration

social prestige

cost/benefit analysis

11Cost/Benefit Analysis

poor price signals

markets distorted

cost and/or benefits not traded

shadow pricing

net gain or loss associated with having one unit more or less of the asset

problems

how do we value a human life?

how do we value a view?

12Defining the Project Mission

quality of conception

symbolic aspects - delight

quality of specification

functional aspects firmness and commodity

quality of realisation

service aspects

a model of product integrity

13Product Integrityquality of conceptionquality of specificationquality of realisation 14The Project Mission at The University of Yorksymbolic buildingsquality of conceptiondepartmental buildingshalls of residencequality of specificationquality of realisation 15The Development of Concession